What is Product Experience and how brands are using PX

What is Product Experience and how brands are using PX

    The development of digital experiences that please the consumer is one of the major concerns of any CMO. 

    The idea is to provide the audience with experiences appropriate to their characteristics and needs, motivating them to move towards the purchasing decision. Today, especially in the SAAS market, part of this journey takes place in the product itself.

    The way the consumer experiences their first contact with the product is crucial to their long-term relationship with the company. If satisfied, users will become more likely to acquire your solutions and turn into loyal clients.

    Given the importance of this matter, investing in product experience (PX) strategies has become indispensable. 

    However, to apply these ideas, it is necessary to consider various factors, seeking to apply proven practices and techniques. Interested in learning more? In this text, we will answer:

    What is Product Experience?

    The idea of product experience arises as a response to modern consumer needs and demands. 

    The digital transformation that has incorporated the internet as one of the buyer’s journey’s main channels has placed the public in a prime position within the market hierarchy.

    With vast access to information and a wide range of possibilities, the consumer 4.0, as defined by Philip Kotler, gives preference to brands that offer the best experiences. 

    That’s why the most efficient marketing efforts are those that get to engage this new public, creating a positive feeling that positions the brand on the top of the client’s mind.

    To reach this goal, it is necessary to offer complete user experiencesdelighting the audience since the first interaction.

    Product experience is one of the subsets in the user experience department. It aims at improving the part of the consumer’s journey that takes place within the product. 

    It is a concept already widely explored in the advertising world, especially for adding value to brands and products.

    Take as an example some of the most successful companies in the world, like Apple and Adidas. 

    What do they have in common? Besides a lot of money, an extremely loyal public, which is willing to pay more for the products offered by them than buying similar products from competitors, even for lower prices.

    To reach this level, these companies have adopted an approach that focuses on selling the experience, not the product itself.

    Of course, much of this process takes place outside the sphere of PX — branding strategies, paid ads, etc. However, if the product does not offer an excellent experience, the whole strategy goes downhill.

    In other words, Apple and Adidas products, back to the example, need to be as good and delightful as their advertising campaigns make it seem. 

    When the clients perceive this, they start to trust the brand, even more, getting closer to becoming brand advocates.

    Naturally, the concept doesn’t apply only to giant companies, such as those mentioned above. Companies of all sizes and sectors can (and should) include PX in their strategies.

    As we mentioned in the introduction, one of the markets in which the growth of the PX idea is most remarkable is SaaS.

    It takes the form of free trials and beta versions, for example, which allow the user to “taste” the product before buying it. 

    In the next topic, we will show why this is so important.

    Why is it important?

    As you have already seen in the last few paragraphs, product experience is a significant factor in satisfying consumers and thus establishing lasting relationships. 

    Moreover, it is a method of adding value to brands and products involved in campaigns. But why does it happen?

    Plenty has to do with confidence. Before making a purchase, the modern consumer doesn’t spare efforts on searching for information about the product and the company. This is one of the factors that explain the success of Content Marketing strategies.

    However, a study conducted by TrustRatios indicated that, although consumers value information obtained from blogs and product websites, they place much more trust in their own experience with the product. Check out the graph below:

    study conducted by TrustRatios
    Source: Gainsight

    Investing in PX is, therefore, fundamental to build consumer trust and maximize your brand’s reputation. 

    It creates an element of differentiation, fundamental to increase sales volume, especially in more competitive markets.

    Optimizing the strategy

    Remember how we mentioned the growth of PX significance in the software market? 

    Here is a good explanation. Besides the benefits already mentioned, companies that sell applications have access to something precious from PX: insights to optimize the strategy.

    It is possible to analyze the behavior of users and identify, for example, the aspects that they consider most valuable and the features that they do not use very often. This can avoid the inefficient spending of resources, as this Pendo research indicates.

    According to the study, about 80% of SaaS features are rarely used by users, adding up to about $30 billion in wasted budget.

    By following the user experience in the software, you will also understand the main doubts that appear in the onboarding process. Solving them will remove negative elements from experience, generating consumer satisfaction, and facilitating the creation of brand ambassadors.

    What should you consider while using this strategy?

    As in every digital strategy, you need to maintain a consumer-oriented approach. 

    The commitment to promoting better product experiences must be part of the company’s culture. For this, development teams must count on adequate tools to analyze user behavior.

    Without investment in analytics, it is not possible to fully exploit your product’s potential. 

    From the data available in intelligence reports, it is viable to make the necessary changes to improve users’ way of interacting with the product.

    In this process, it is essential to create an environment that motivates user feedback. Nobody better than the customer to evaluate the product experience, so stay very attentive to what your audience has to say. Following discussion forums and comments in social media are fundamental in this sense.

    Also, if possible, your product should count on a platform that allows user interaction, opening space for feedback.

    With feedback incentives and constant monitoring of behavior data, you make room for improving consumer engagement, which is one of the pillars for a successful PX strategy.

    Monitor the ups and downs of the engagement rate to understand which aspects of your products are most favorable to the user experience. After conducting this study, modify elements that can improve PX.

    In the following, we will read some factors that influence this concept, addressing mainly the software industry.

    Fit for purpose

    While developing your PX strategy, it is important to consider the fit for purpose, that is, whether the product has the necessary features to meet the user’s needs.

    Sensory design

    Sensory design refers to how the product appeals to the consumer, whether from its visual, touch, sound, etc.

    Usability

    The greater the product usability, the more satisfied the consumer will be. This factor refers to the easiness that the user finds in using the product.

    Learnability

    A good product experience should be intuitive, with easy-to-learn features, eliminating excessive trial and error processes.

    Personalization

    This aspect of PX has to do with the product’s ability to deliver customized experiences according to user preferences.

    Speed

    No one has patience for slow experiences. It is essential to consider the product’s speed and responsiveness during the PX strategy.

    Safety

    Digital security is a growing concern among users and marketers. Just as having a secure website is essential to the overall Digital Marketing strategy, safe products are vital to a PX approach.

    How are other brands using PX?

    Now that you understand what product experience is, its importance, and what you should consider while applying the strategy, let’s turn to some practical examples. Keep reading!

    L’oreal

    One of the main concerns of e-commerce customers is to have regrets after making a purchase. 

    With this in mind, L’oreal’s PX team has developed a creative way of dealing with the situation.

    They have designed software that allows prospects to try the products out before buying them; all in a completely virtual way.

    How does it work? Through an interactive platform based on artificial intelligence principles.

    Just access one of the product pages in the virtual store and click “tap & try”. 

    l'oreal virtual store

    Then, just upload an old photo or take a new one and wait: the software will illustrate the changes that the product will bring to your look.

    Coca-Cola

    Coca-Cola is a true reference in the world of product experience. Even in the face of criticism related to the negative effects of prolonged consumption of soda, the brand never loses relevance.

    This has to do, of course, with extensive branding and advertising campaigns. 

    More than that, however, Coca-Cola gives special importance to the experience provided by its products.

    Remember that we cited sensory design as one of the elements that influence PX? Take a look at this Coca-Cola commercial and see if you notice anything special.

    Realize how, after years of running campaigns associating the sound of a can/bottle opening with a feeling of refreshment, relief, and happiness, the company decided to prove how it is already consolidated in the mind of the consumer.

    In the video, we watch mute images but that are easily related to the sound of a soft drink being opened. Is it or not a remarkable product experience?

    Focusing on product experience (PX) is a must to offer complete digital experiences to your consumers. Using the right techniques, it is feasible to expand your organic reach and create an extremely loyal customer base.

    Interested in continuing your studies on how to increase consumer satisfaction? In this text, we explain how you can use content experiences to boost your marketing results. Check it out!

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